The second day of the ARF's re:think conference opened with a panels
research agency executives, called "The Research Agency of the Future"
with the CEOs of GfK, Kantar, TNS and Nielsen. Moderator Jim Figura of
Colgate-Palmolive said it should have been called "Insights Agency of
Saying that measurement is important to marketers is an understatement. Business decisions, even compensation, rely on the data marketers collect about customers. Megan Burns and Christine Overby presented on what data marketers should collect, how to collect it, and how to make the best use of the data available. Megan emphasized how important it is to measure what actually matters to customers rather than what marketers think customers care about. As Pete Kim said in his keynote address, "easy to say, hard to do." Megan outlined some initial steps:
First lay out the steps in your customer's lifecycle (and use personas you may have created since different customers have different needs). Then use primary research to identify touch points and key attributes. Measure both from a customer and a business perspective. But don't stop looking at that data once the design phase is complete: keep using it to close the loop and measure how well you deliver on your goals. And, use that data to improve your programs.